Revitalizing Denmark’s largest organic coffee and bakery chain


A new corporate visual identity for emmerys


emmerys is Denmark’s largest organic coffee and bakery chain specialising in quality bread, cakes and coffee sold from their 31 stores in the Copenhagen and Aarhus area.


After some years of intensified competition, emmerys decided it was time to develop a new strengthened corporate visual identity, tagline and brand promise as a part of a comprehensive revitalization strategy.


This raised the question of how emmerys in the future should position the brand in order to reach its full potential.

To develop the most market-relevant direction for the brand’s new CVI, tagline and brand promise, emmerys and Sunrise started analyzing and mapping out the brand’s competition, performance, foundation, and potential. This resulted in four key brand strategic choices, which became drivers for the position.


Based on the brand strategic choices, a new brand promise was developed – “mindful coffee moments”. This was accompanied by a renewed corporate visual identity, including a distinctive new brand stamp and tagline – “organic coffeehouse and bakery”. In order to ensure a fit with the aspired brand position and new visual identity, the entire chain’s store concept and design were revamped.

The two first of these ‘new’ emmerys stores – designed with the new brand identity, look and feel – opened in the summer of 2018. In addition to the branding strategy, Sunrise and emmerys have worked together on brand activation activities across social media and packaging.

Based on the brand strategic choices, a new brand promise was developed –
“mindful coffee moments”.

Do you want to hear more?
Contact CEO and co-owner
Simon Hertz
+45 22 70 77 10 or


Mapping the customer journey to sharpen the go-to-market strategy


Customer Segmentation and Journey Mapping


New communication concept for

Privacy Policy at Sunrise


We are aware of how we treat your personal data as well as the use of cookies. We use it to provide the best service for you. Your personal data will only be used to the extent necessary and deleted after use or maximum 6 months. Cookies on this site are primarily used for traffic measurement and optimization of content.
If you use this page, you agree to the use of our privacy policy. Read more about our privacy policy.